Next Best Offer at DIE ZEIT: Improving Cross Sales by Predicting Product Affinities
Date:
Wednesday, November 15, 2023
Time:
3:05 pm
Track:
Room:
Saphir 1
Summary:
This case study offers insights on how to maximize cross sales using a data-driven, predictive approach. The project at DIE ZEIT aimed to raise sales by tailoring offers to subscribers’ product affinities. DIE ZEIT used machine learning models based on sociodemographic data, e-mail behavior, web tracking and subscription history. Results show that leveraging subscribers’ affinities can generate considerable uplift in cross sales. A key aspect for discussion is balancing product affinities and discrete marketing objectives.
Speakers:
How Not to Lie about Machine Learning: Data Science in Agile Teams at GfK
Date:
Wednesday, November 15, 2023
Time:
3:35 pm
Track:
Summary:
The interesting part about working on a research hypothesis: you typically don’t know the answer yet. Otherwise, no research would be required, and you could start using the results right away. This fact is the basis for many internal discussions on how to do data science in agile teams, where often Benedikt and his team have been asked to commit on results after a given time budget. This talk is sharing experiences from one year of working on data science research in an agile environment at GfK.